Abstract:
The Role of Public Relations in Media Corporations
An analytical descriptive study applied to a sample of establishments in Kenya In the period 2012 - 2017
Prepared by: Student: Yasir Abdullahi Dubat
Supervisor by: Dr. Abbas Abakar Mohammed Ahmed
Abstract:
This research aimed to activate the interest of officials in the media institutions to the importance of public relations, as well as to identify the shortcomings in the performance of public relations in media institutions, through developing scientific solutions.
The researcher adopted the descriptive methodology, and used the questionnaire and interview, as basic tools for obtaining preliminary research data. The research community consisted of three media institutions in the Republic of Kenya: the Kenya Broadcasting Corporation (KBC), and two private sectors: the Nation Media Group (NMG) and Royal Media Services (RMS).
The research included four chapters: The first chapter was about the methodological framework, the second chapter was entitled the foundations of public relations, and the third chapter was about the performance of public relations media in media organizations, and the fourth chapter was about findings and conclusion.
The study concluded that: the media institutions carried out public relations tasks, even before the establishment of departments or sections, dedicated to them and public relations in terms of management in the media institutions are independent. The study also revealed that public relations in media institutions use modern techniques in communication processes.
The study recommended: the participation of the public relations and media departments in decision-making in the establishment, to provide opportunities for managing public relations, so as to use modern technologies in communications operations, in an expanded way that can reflect the organization's activities and programs in a better way, in improving the performance of public relations management
